The SPCA of Texas is the leading animal welfare agency in North Texas with two shelters and three spay/neuter clinics located in Dallas and McKinney and serves as an active resource center providing an array of programs and services that bring people and animals together to enrich each other’s lives.
RKD conducted a Google Ad Grant Campaign that brought:
7x
donations
116%
increase in conversions across all campaigns
28x
conversions from branded ad copy
7x
donations
116%
increase in conversions across all campaigns
28x
conversions from branded ad copy
The Challenge
Recovering from Hurricane Harvey Disaster
In 2017, Hurricane Harvey evacuations left a greater need for animal shelters and care for these abandoned animals. The SPCA of Texas deployed disaster response efforts in North Texas to assist the Gulf Coast and needed to generate awareness for their services, raise funds and recruit volunteers quickly.
The Solution
Driving Traffic With a Google Ad Grant Campaign
RKD Group worked with SPCA to update their branded ad copy. They created a Hurricane Harvey-specific campaign and implemented site links in their Google Ad Grants account to generate awareness and attract Search traffic surrounding animal relief efforts, rescues, adoptions and volunteering opportunities related to the hurricane.
Breakthrough
Boost in Donations, Awareness and Engagement
Implementing these Google Ad optimization strategies during the disaster was critical to caring for animals in need. The Ad Grants account effectively generated awareness and engagement to help with the influx of animals in the SPCA’s care during the hurricane. Donations driven by Google Ads increased 723% compared to the previous year. The updated branded ad copy resulted in an increase of 2830% in conversions, successfully capturing the increase in brand traffic due to the news coverage of the organization’s relief efforts.
